>> guest: this is the big shift. google, one engineer told me they collect 57 different variables about people who even if you're not logged in, if you take a new laptop and put it on the desk right here, you can tell what kind of laptop is it, what kind of software is it running, what is the size of the fonts on this laptop, where is it located? what's the ip address? how long are you lingering before you click on a link? and all of these things can be used to make some guesses about what kind of person you are. there's mac and pc people, big font and small font people. all of this, then, allows you to make these guesses. they may not be, i mean, this may not be a very good portrait of you. it almost certainly isn't at that point. but you don't need that much in order to be able to do this with an increase in on the many iization. and -- opt myization. i talked to the people at hunch, and, you know, they said actually you need very little data in order to start to have a lot of predictive power. so five data points,